Page 1 of 16
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1799
Change in behaviour of customers towards cake and how facilities
promote cake sales in Haryana (Rohtak)
SANJIB KUMAR DEY
Senior Lecturer
Institute of Hotel Management
Tilyarlake Rohtak – 124001
Mob- 8816077036
Email- sanjibdeyihmrohtak@gmail.com
Abstract: cake is very popular in India and very popular for our society. In modern days cakes
are becoming one of the most essential food items for celebrations due to readymade availability
and easy transport system. This study is to investigate the change in behaviour of customers
towards cake and what are the modern facilities which promote the growth in cake business.
Quantitative approach using questionnaire, survey was conducted in total 24 bakeries at
Rohtak (Haryana). Result indicated that there is a huge change in behavior of customers towards
cakes and todays facilities like better storage system, better transport system etc have been
promoting cake sale.
Keywords:cakes, icing, cream, display, delivery.
Introduction:
Traditional Indian sweets take huge time to prepare like rosogolla, kaju katli, gulabjamun. Due to
shortage of and lack of effort by woman at home, people have started liking western cake which
is easily available in market. Indian sweets are now prepared by mother only on occasion like
Diwali.
Due to rapid growth of population, the rising freight influence, there is huge demand of cakes in
market. People of Indiahave started celebrating birthday as real celebration. Celebration changes
the eating habits of people. Cake have become popular elements for celebration of birthday,
farewell, welcome parties etc. there is a gradual change in demand. Consumer wants, a new taste,
a new design.
Page 2 of 16
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1800
The bakery segment can be classified into three segments of cakes, biscuits, breads. Likings
towards cake by Indian are set up because ofBritish influence. After independence, Indian have
taken up British habit of consuming breads in morning and cakes for celebration. Constant
production innovation is a challenge for cake maker. The bakery industry would enjoy
moreinnovative ideas and concept and is expected to growing awareness and flourishing
economic environment. Packaged cake has become very famous in India, as it is easy to store
and carry.
REVIEW OF LITERATURE
Cake making requires precision and care to achieve optimum texture and height. Having the
ingredients and thus the batter in appropriate temperature range is the single most important
factor in determining the final texture and height of cake.
Egg must be 70°F to 90°F to provide maximum volume for the fresh cake. The second most
important factor is oven temperature. The center of the oven is the best place bake cakes. Beyond
these factors, choosing or developing a correctly balanced formula appropriate for each specific
type of cake is supremely important. (Understanding Baking, 3rd edition, The Art & Science of
baking by Joseph Amendola Nicole Rees)
The fan part of being a pastry chef is creating new combinations of flavours or textures. There
are several considerations while pairing cake types with filling a frosting. One is serving
temperature. Butter cream cakes are hard when chilled because butter is hard when cold, so it is
not good straight for refrigeration; on the other hand butter cream frosting cannot sit out long at
the room temperature in hot weather.
For bakery chefs’, the hot summer months may mean bolstering cream with additional gelatin or
making chocolate ganache fillings thickens them normal.
Selling cake by wholesalers, they must educate their clients about how to store a present
decorated cake.
In the past, attraction was created by the vendor using his bell and shouting his words. Now
showcases display is designed to arrest the attraction of the passer by, to interest and then to
induce buying.
A baker creates dignity and good taste to the art of display and he has a profound respect for the
products that they are displaying.
The creation of interest is of primary importance for if the display is mediocre and fails in this
respect, people will pass by and the whole purpose of display will be lost. (International Baking)
Page 3 of 16
European Journal of Business &
Social Sciences
Available at https://ejbss.org/
ISSN: 2235-767X
Volume 07 Issue 04
April 2019
Available online: https://ejbss.org/ P a g e | 1801
Both the Italians and the French experimented with richly embellished cakes before 1650 and by
the end of 17th century this art began to flourish. (The Written Way of Cake Decorating)
The work of these pastry chefs stimulated interest in the art of cake decorating in many countries
of western Europe, with the result that elegancy in several expressive teachings are quickly
became the hallmark of both weddings and other celebrations.
The fundamentals of cake remain constant, week by week and teachings are discovered. This
may result in a quicker way to put a “picture” on cake or creation of new flowers, never turned
out in icing or a consideration of straight work and starts to give cake a lavish theme.
Decorating a cake, encourages the freedom of self-expressions, the freedom that makes
decorating so satisfying and creative for the decorator, but it strongly stresses the need for
perfection of execution.
In old style cake, decorative flowers were made and displayed in an endless variety of ways to
give beauty and freshness to cakes of all types.
The history of cake dates to ancient times. The first cakes were very different from what we eat
today. They were more bread like and sweetened with honey.
It is very difficult to put an exact date on when baking, cake making and decorating began,
although it is thought that the Babylonians taught the Egyptians the art of baking. A painted
panel around 1175 BC, depicted the court Bakery of Rameses III, illustrates the preparations of
several types of cakes.
Today we serve specially decorated cakes and celebrate many different occasions like weddings,
engagements, anniversaries, birthdays and Christmas.
Christmas cakes have a long history and were baked by the rich in the 18th century as 12th Night
Cakes, whoever found the bean was crowned the “King of the Feast” and the finders of the pea
“Queen of the Feast”.
But it is wedding cakes that have the longest tradition and the story of their changing
development the best illustrates the history of cake decorating as an art.
Well decorated cakes were first noticed in England during the reign of Elizabeth I. Most were
adorned of moulded almonds paste. Sweetmeats were served in dishes moulded form a term of
Pastillage.
Sugar Sculpting began in Italy on 17th Century.
The most celebrated confectioner was Antoine Carême. He combined cake decoration with
architectural drawings.
Net or string works on cake was noticed at the time. The paste used was a mixture of Marzipan
and Gum Paste.
In the early 20th Century, cakes have been raised in layers on pillars.
